Data Analytics, DMP

Vya Acquires Customer Data Management and Analytics Firm

The acquisition of Direct Options rounds out Vya’s integrated marketing resource management solution set, positioning the company to effectively address the increasing data marketing demands of businesses as they navigate the impacts of the 2020 economy.
data management platform

Vya, a leading provider of simplified marketing execution for distributed organizations, today announced it has acquired Direct Options, a leading customer data, and analytics firm. This acquisition expands Vya’s marketing resource management solution set with the addition of marketing data management and analysis and provides opportunities to introduce Direct Options’ capabilities to new industry segments.

Since its launch in 1993 as a wholesale provider of copy services to the printing trade, Vya has successfully navigated a changing marketplace. The company has evolved into a provider of end-to-end marketing resource management solutions designed to help companies customize, localize, and efficiently manage their marketing, messaging, and materials for more relevance and impact.

The acquisition of Direct Options is the latest step in Vya’s evolution, enabling the company to accelerate its strategic vision to provide a closed-loop solution encompassing market analytics, campaign execution, performance analysis, and optimization of future campaigns for greater overall business success.

“Data is going to drive marketing in the future, even more than it does today,” said Jay Brokamp, CEO, Vya. “As we look at the longer-term impacts of COVID-19, businesses of the future will likely operate with more remote workforces comprised of fewer people. As companies focus on their core competencies, they’ll be looking for vendor partners that can do more for them. The acquisition of Direct Options allows us to participate in providing clients the data necessary to drive their marketing in an economy that has been redefined by the events of 2020.”

The Direct Options approach focuses on customer engagement through behavioral and data science, as well as award-winning portfolio development. For 30 years, Direct Options has proven its ability to make marketing data actionable, transforming clients’ marketing into a successful strategy that delivers optimal results, such as:

  • increasing customer acquisition
  • turning new customers into engaged, repeat customers
  • deepening relationships with existing customers
  • improving marketing optimization

“Direct Options was founded on the principle that the better we understand our clients’ customers, the better able we are to provide solutions to help them advance their business success,” said Direct Options Founder and CEO Jan Moore. “We are most fortunate to have found an organization to entrust our mission and our customers. Vya checks all the boxes – talented collegial people, company culture and values that reflect those of Direct Options, an understanding, and appreciation of the cultures and regulatory environment of our utility industry clients, not to mention a superb leadership team with the vision and the drive to propel the business forward.”

Vya and Direct Options are working to integrate their offerings into simplified and actionable data-driven marketing solutions. Direct Options will operate as a division of Vya, with no disruption to customer operations. Direct Options clients will continue to interface with the same account teams and have the opportunity to further leverage their investment in Direct Options as their expanded solution set becomes available.

Vya’s Brokamp added, “We are delighted to welcome Direct Options’ team of experienced and highly skilled data marketing experts to the Vya family. Their approach aligns with Vya’s philosophy and culture, and their expertise and capabilities greatly accelerate Vya’s strategic vision to meet the increasing data marketing demands of our current and future clients.”

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